Patrick Barwise is Emeritus Professor of Management and Marketing at London Business School and chairman of Which?, the UK’s leading consumer organization.

Seán Meehan is the Martin Hilti Professor of Marketing and Change Management at IMD in Lausanne, Switzerland.

The authors’ previous book, Simply Better: Winning and Keeping Customers by Delivering What Matters Most (Harvard Business School Press) won the American Marketing Association’s 2005 Berry-AMA Book Prize and has been translated into seven other languages.